【摘要】：微博作為“微時代”背景下最具代表性的傳播媒介,是一種新興的兼具社交與通訊功能的社會化自媒體。與傳統(tǒng)廣告相比,以微博為傳播媒介的廣告無論是在表現形式還是傳播模式方面都體現出了新的特點與優(yōu)勢。 現代廣告是現代商業(yè)社會最為明顯的表征之一,“微時代”下社會文化形態(tài)和傳播方式的變化,讓廣告?zhèn)鞑フZ境呈現出新的趨勢。社會文化與大眾價值觀、消費觀的變化也影響了現代廣告的設計與傳播理念,廣告的敘事性表現形式更迎合當代消費社會人們對感性消費理念的追求。微博因其所具有的即時性、交互性、自由化、去中心化等傳播特點以及草根性、小眾性等內在特性,成為了現代廣告最佳的“敘事”平臺,微博廣告營銷也成為當下社會關注的熱點。 本文從微博廣告的表現形式、傳播特性、受眾心理及營銷模式等角度進行研究,并對一些典型的微博廣告案例進行分析,嘗試從社會文化、消費理念、受眾情感需求等更深層的方面來探討新時代、新媒介對現代廣告的影響與推動作用,以及廣告通過微博媒介取得良好廣告效果的原因,希望有助于微博廣告的更好發(fā)展以及現代廣告設計理念的創(chuàng)新。通過此次對微博廣告的初步研究,揭示出現代廣告設計的整合推進須以傳播媒介的鏈接為基礎,重視廣告?zhèn)鞑シ绞脚c媒介特性的契合,從整體上把握廣告的策劃、設計表現和投放等各個環(huán)節(jié),并密切關注社會新興事物和大眾的新動態(tài),以受眾的需求為立足點,用創(chuàng)新的設計理念創(chuàng)作出具有藝術性和感染力的廣告作品,從而引起受眾的共鳴,滿足日益變化的大眾文化需求,實現廣告信息的有效傳達。
[Abstract]:Weibo, as the most representative media in the background of "micro age", is a new socialized self-media with both social and communication functions. Compared with the traditional advertisement, the advertisement with Weibo as the communication medium shows new characteristics and advantages in both the form of expression and the mode of communication. Modern advertising is one of the most obvious manifestations of modern commercial society. The change of social cultural form and communication mode under the "micro-era" makes advertising communication context take on a new trend. The changes of social culture and popular values and consumption view also affect the design and dissemination of modern advertising. The narrative form of advertising caters to the pursuit of perceptual consumption idea in contemporary consumer society. Weibo has become the best "narrative" platform for modern advertising because of its real-time, interactive, liberalized and decentralized communication characteristics, as well as its inherent characteristics, such as grass-roots, niche, and so on. Weibo advertising marketing has also become the focus of social concern. This paper studies Weibo advertising from the aspects of its form of expression, communication characteristics, audience psychology and marketing model, and analyzes some typical Weibo advertising cases in order to try to analyze the social culture, consumption concept, and so on. The emotional needs of the audience and other deeper aspects to explore the new era, the new media to modern advertising impact and promotion, as well as advertising through the Weibo media to achieve good advertising results, Hope to contribute to the better development of Weibo advertising and the innovation of modern advertising design concept. Through this preliminary study on Weibo advertising, it is revealed that the integration and promotion of modern advertising design should be based on the link of the media, attach importance to the compatibility between the advertising communication mode and the characteristics of the media, and grasp the planning of the advertisement as a whole. Design performance and delivery and other links, and pay close attention to the new social things and the new trends of the public, with the needs of the audience as a foothold, with innovative design ideas to create artistic and infectious advertising works, Thus, the audience resonates, meets the changing needs of mass culture, and realizes the effective communication of advertising information.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.8

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